A dynamic segmentation approach for targeting and customizing direct marketing campaigns

An important aspect of customer relationship management is the targeting of customer segments with tailored promotional activities. While most contributions focus on the selection of promising customers for targeting, only few authors address the question of which specific differential offers to dir...

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Veröffentlicht in:	Journal of interactive marketing 2006, Vol.20 (3), p.43-57
Hauptverfasser:	Reutterer, Thomas, Mild, Andreas, Natter, Martin, Taudes, Alfred
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Customer relationship management Direct marketing Loyalty programs Market segments Retailing industry Sales promotions Studies Target markets
Online-Zugang:	Volltext
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